From statement stuffer.
Knights of Columbus Insurance wanted to increase its market share of
members' life insurance policies. A typical scenario was that a member
would have a small K of C policy bought out of a sense of fraternal obligation,
only to buy his larger policies with big national
companies.

The sales force said they were simply not getting
enough invitations or positive responses to their inquiries to fellow K
of C members.

Previous K of C advertising fell along the lines of
typical life insurance motivators: protection for families in an
uncertain world, providing for loved ones, covering death expenses, etc.

Challenge

Know anyone who likes to buy life insurance?
Most people have negative stereotypes of sales persons, especially those
peddling life insurance.

Furthermore, many K of
C
members did not recognize the financial prowess of their organization,
the soundness of its insurance and the true value it is able to offer.
Ironically, the K of C was founded, "To render financial aid to its
members and the beneficiaries of its members," as stated in the
organization's original charter.

Because of its
corporate status, K of C is not publicly advertised like the commercial
companies. This contributes to the organization's insurance products
being perceived by the audience as second-rate to the insurance on
television. Again ironically, K of C ranks as one of the leading insurance
providers in the nation. Perhaps more importantly, its rating by such
independent agencies as A.M. Best is consistently one of the highest in
the industry.

Influential Ideas

Meet the issues head on! When you have a great story
to tell, don't be shy. As the Bible says, "Hide not your candle
under a basket."

First of all, K of C
insurance salesmen are not like all the others. They can't
pressure you to buy something you don't need and then see you in church
next Sunday. They have to meet a higher standard. We let fellow K of C
members know that their Brother Knights who sold insurance take this
obligation very seriously. Wouldn't it be wonderful to get insurance
advice from someone you could trust?

We started with the sales force by
sending them pre-press copies of the ads and statement stuffer that were
going to be distributed directly to their prospects. It was the first
time these materials were previewed with the salesmen.

We
also sent them brochures to hand out and a
poster to put up in their
local council hall. Then we included a feedback survey soliciting their
comments after the campaign concluded.

A series
of three magazine print ads reinforced the key message in a humorous form that
openly acknowledged how most of us feel about insurance salesmen.

These
were backed by a statement stuffer that went out with council mailings.

Influential
Results

The sales force responded very favorably to the ball
so firmly bounced back in their court. Survey results were
overwhelmingly positive. Many salesmen included suggestions for future
campaigns.

Sales results were also very positive.
Unfortunately numbers or even percentage increases are not authorized to be published here.